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Fallon Team Heads to Mother

SAN FRANCISCO London hot shop Mother has hired Fallon team Linus Karlsson and Paul Malmstrom as creative directors of the agency’s first U.S. outpost, set to open in New York, Mother said on Thursday.

The award-winning creative team behind the agency’s work for MTV’s Jukka Bros, Miller Lite, Lee Jeans and Virgin Mobile will join strategist Andrew Deitchman, who was hired from WPP’s Red Cell in London last month, to lead the office. No date has been set for when the office will be opening. The agency is negotiating with a fourth partner to complete the U.S. management team.

Karlsson and Malmstrom, affectionately known as “the Swedes,” joined Fallon, Minneapolis, in late 1996 from Stockholm’s Paradiset DDB, where they became known for their work on Diesel Jeans. Most recently the team worked out of the agency’s office in New York.

“We are entering a new, exciting chapter in our lives together with Mother,” the pair said. “Mother’s approach, offer and culture [are] unique [compared] to any other agency in the world. This thing just feels natural.”